Prior research has established that categorization plays a central role in new product learning (Sujan, 1985). Very little is known, however, about the operation of this commonly studied category-based learning process under conditions of categorization ambiguity. Categorization ambiguity exists...

Prior research has established that categorization plays a central role in new product learning. Very little is known, however, about category-based learning under conditions of categorization ambiguity. Of particular interest is whether and under what circumstances consumers might employ a...